It can be used thoughtfully to build loyalty and trust in your brand. Email marketing is important for building relationships with prospects, leads, current customers, and even past customers because it gives you a chance to speak directly to them, in their inbox, at a time that is convenient for them.
1. Stay in contact with your audience
Emails have the ability to keep your customers informed. Consumers are capable of checking their email when it is convenient for them. It can give them a feeling that you are thinking of them. This email can be as simple as saying: “Hi, you’re on our mind, here is a special offer!” or “Here is an update on what has been going on here in recent weeks.” Those that have signed up to your email list have already made a commitment to receive these notes. So they will likely enjoy these emails (as long as you give them something worth reading) and it will boost engagement with your customers.
2. Reach customers in real-time
According to Litmus, 54% of all emails were opened on a mobile device. This is significant and should come into play when planning any marketing strategy. More and more consumers are using their mobile devices to access not only emails but all other types of media and information. Not only that, well-designed emails produce higher conversion rates on mobile than any other medium. Hit ’em on the go!
3. Email marketing is cost-effective.
While traditional marketing tactics like TV or print ads and direct mail can become quite costly with all the fees involved, there are very little costs involved with email marketing. Depending on your in-house resources, you may need to hire help to create email content, and most businesses also pay to use email marketing automation services, which make effective email marketing less time-intensive. However, these costs are fairly minimal when compared to buying add space or paying to print and mail marketing materials to leads and customers.
In addition to its relatively low cost, email marketing also provides a high return on investment (ROI). According to Campaign Monitor, every $1 spent on email marketing typically generates about $38 in ROI. This statistic indicates just how cost-effective email marketing can be for businesses, especially smaller businesses that are working with smaller budgets.
Overall, email marketing is the perfect digital marketing tactic for businesses working with small budgets because its relatively inexpensive to start and maintain email marketing campaigns. Similarly, email marketing tactics like segmentation and triggered campaigns help you get the most for your money, allowing you to grow your business without pouring all of your revenue back into digital marketing. The cost-benefit is a major reason why your business should leverage the importance of email marketing.
Now that you know more about the importance of email marketing for small business, you can put the knowledge into action and start reaping the rewards. Remember always to tailor them around your brand. While you should seek out ways to engage customers with different subjects, the key is always to find a way to tether your brand to that subject in a way that is as natural as possible.
